Film Posters

Organisations

2008-11-26T01:58:00.000-08:00

Task 1: Conduct some research into Disney and Dreamworks and consider the following points...

Their history
The size of the company
Are they part of a bigger organisation
Other films they have produced
Other types of products or services they provide

Extension activity.........
Find out what is meant by the following terms and explain how they might apply to Disney...

Once people have seen the film, the real marketing of families begins. Many of the multi-national organisations that create animated films are based in Hollywood and not only do these organisations own animated films studios, they also own many other forms of media.

For example, Warner Bros own, radio stations, TV stations, other film studios etc.

This allows them to promote their animated films through many different forms of media, through trailers, reviews, interviews with the voice-over stars etc; all broadcast through various channels that appeal to their specific target audience, for example on the looney tunes channel.

These organisations also have the ability to create masses of merchandise that appeals to family audiences. Massive companies like Warner Bros also own music labels, video game companies, board game creators and publishing companies, when companies buy out other companies in different areas, other than film, this is called vertical integration.

These huge companies then provide a huge range of merchandise to appeal to all the family and this merchandise is branded, so as soon as you see a certain colour, location, catchphrase or character emblazened across the duvet, lunch box, toy, tie, stationary, t-shirt, video game, poster, special edition DVD, bicycle, go-cart, Mcdonald's happy meal, packet of sweets, cuddly toy, fairground ride, CD, you know what film it is from, this is called media synergy.

Disney take this one step further and there is a theory called Disneyfication that suggests that Disney creates a sugar coated world that encourages us to buy into that 'happy feeling' and in turn buy their merchandise.

Textual Analysis

2008-11-26T01:57:00.002-08:00

Task 2: How do the film posters above attract their target audience? Compare and contrast the techniques that are used.......

Consider the following in your analysis.....

Historical and Symbolic Codes
Binary Opposites
Enigmas
Todorov's theory of equilibrium/disruption/resolution
Target Audience (primary and secondary)
Composition..........

Audience positioning
Body Language
Gesture Codes

Use of tagline
Camera shots
Mode of Address (Formal/informal/direct/indirect)
Uses and Gratification Theory (Surveillance/diversion/personal identity/personal relationships)
Genre
Anchorage
Pathetic Fallacy
Saturated Colours (Bright, bold primary colours)
Desaturated Colours (Mixed, Greys, shadows)
Logos
Anthropormorphism
Personification
Preferred/Negotiated/Oppositional reading
High key/low key lighting
Propp's theory...Hero/Villain/Helper/Damsel-in-Distress
USP's

Regulation and Control

2008-11-26T01:57:00.001-08:00

Task 3: Explain who decides on the ratings for Shrek and Bambi and what the criteria is....
Explain the following...

Who certificates films in the UK?
What is the criteria for certifying a film?
Who rates movies in the US?
What is the criteria for rating movies?
What certificates/ratings were the films assigned?
Film posters are seen by everyone, so it is important that the content is suitable for everyone. What do producers of film posters have to be careful of?

http://www.mpaa.org/
http://www.filmratings.com/
http://www.bbfc.co.uk/

Excerpt take from the MPAA advertising handbook...

All print advertising must be suitable for all viewers. In preparing print advertising, the following should not be included: depictions of violence, including blood; depictions of nudity; use of profanity; use of guns that is excessive or presented in a threatening way, i.e., guns pointed toward readers or pointed at persons; or references to or use of illegal drugs or drug paraphernalia. Any statements used in advertising must not mischaracterize the nature or content of the motion picture. For example, phrases such as “for the whole family,”“family entertainment,”“a movie for everyone,”“your children will love this movie,”“kids will love it,”“take the kids”or “a movie children and parents can enjoy equally”cannot be used in any advertising unless the motion picture has been rated G or PG. Motion pictures that have been rated PG-13, R or NC-17 cannot be advertised in any context that is inconsistent with the rating of the motion picture or implies that it is suitable for all audiences. Reviewer quotes similarly may not be used if they characterize the appropriate audience for the advertised motion picture in a manner
that is inconsistent with the rating of the motion picture. The use of any quotes in
advertising must be approved by the Advertising Administration prior to their use.

Promotion and Distribution

2008-11-26T01:56:00.001-08:00

Task 4: In what ways would the films have been marketed?

Point out similar marketing techniques
Point out the differences in the way the films might have been marketed
How has marketing changed over the years?
How have Disney successfully promoted Bambi over the years?
How have Dreamworks created the Shrek brand?

http://www.shrek-themovie.com/
http://www.shrekthemusical.com/
http://shrekthethirdgame.com/
http://www.shrekogresanddronkeysds.com/
http://www.amazon.com/Shrek-Music-Original-Motion-Picture/dp/B00005CF9Y
http://disney.go.com/disneyvideos/animatedfilms/bambi/home.html
http://disney.go.com/disneyvideos/animatedfilms/bambi2/index_flash.html
http://disneystore-shopping.disney.co.uk/details/33206/Bambi-Soft-Toy.aspx